FT event London October 5th 2012

1. Leveraging Global
Brands for Growth
Effective Global Marketing
Strategy, Structure and Capability
Leveraging Global Brands for Growth

2. Winning with
Global Brands
Marc de Swaan Arons
London, October 5, 2012
Unleashing Global Marketing Potential™

3. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
About EffectiveBrands
75 Global Marketing Consultants, 25 Nationalities
5 Offices: New York, London, Amsterdam, Singapore and Tokyo
Global Marketing Expertise Developing and Embedding Practical

4. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Global marketing expertise
Global CMO Board Publications Recognized Expertise

5. With special thanks
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 5

6. Global brand temperature check

7. Global consumer convergence

8. Global media convergence

9. Global brand convergence

10. Global organizational convergence

11. Global brand financial payback

12. So, what does it take to win?

13. Since 2002: The Leading Global Brands study
300 Global Brands
3,000 Global Marketing Leaders
30,000 Global Brand Contributors

15. Today
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 15

16. 1. Top 3 CMO challenges

17. # 1 – Social marketing

18. The Solar Panel Question: It’s the right thing to do, but …
The solar panel question

19. What happens in Vegas
no longer stays in Vegas

20. roles & responsibilities

21. # 2 – Defining brand purpose

22. Beyond CSR

23. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam,Global
New York, Singapore
Differentiation in a
transparent world
Unleashing Global Marketing Potential™
EB Strategy Meeting • Page 23

24. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Rallying the troops

25. # 3 - Going global

26. There are only local markets

27. That will never work
here…
Internal resistance

28. The Regional and Global Role is Lonely
Global role is very lonely

29. Challenge # 1: Social media

30. Challenge # 2: Brand purpose

31. Challenge # 3: Going global

32. Yes… OK. So what does it take to win?

33. Winning in global marketing
Universal Truth
Purposeful Positioning
Total Experience
What + How = Global Marketing Effectiveness

34. Today
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 34

35. Winning characteristics: The WHAT

36. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

37. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

38. Universal Truth
Purposeful Positioning Universal Truth
Total Experience

39. Universal Truth
Purposeful
Purposeful Positioning
Total Experience Positioning

41. Universal Truth
Total
Purposeful Positioning
Total Experience Experience

42. Winning brand characteristics = The WHAT
Universal Truth
Purposeful Positioning
Total Experience

43. Today
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 43

44. Drivers of effectiveness = the HOW
Universal Truth
Purposeful Positioning
Total Experience

45. Universal Truth
Purposeful Positioning
Total Experience

46. Universal Truth
• Servant leadership mindset Purposeful Positioning
• Looking for similarities
Total Experience

47. Universal Truth
Purposeful Positioning
Total Experience

48. Universal Truth
Purposeful Positioning
Total Experience
• Check your calendar
• Don’t delegate

49. Universal Truth
Purposeful Positioning
Total Experience

50. Universal Truth
Purposeful Positioning
Total Experience
• From 50 countries to 5
• Plan for 3 years from now

51. Shifting roles Universal Truth
Purposeful Positioning
Total Experience
Global Local Agencies Partners Consumers

52. Universal Truth
Purposeful Positioning
Total Experience

53. Universal Truth
Purposeful Positioning
Total Experience
• Clarity on roles is more
important then breadth
• Structure, Team & Culture

54. • Define way of marketing
• Focus on 2-3 key capabilities

55. Home Visits

56. Online resources

57. Reverse mentoring

58. Immersions visits

59. Functions
Communication Channels

60. Functions
Communication Channels

61. Functions
Communication Channels

62. http://www.thecoca-colacompany.com/socialmedia

63. In Summary ….

64. Today
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 64

65. Top 3 CMO challenges

66. Today
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 66

67. Winning characteristics = the WHAT

68. Today
1. Top 3 CMO challenges
2. Winning characteristics
3. Drivers of effectiveness
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 68

69. Drivers of effectiveness = the HOW
Universal Truth
Purposeful Positioning
Total Experience

70. Winning with global brands
Universal Truth
Purposeful Positioning
Total Experience

71. With a Special
THANK YOU
To all the participants in the
Ad Age global issue competition!
Unleashing Global Marketing Potential™
Nuromol Gemini Global Marketing Potential™
Unleashing Analysis • Page 71

72. Winner: Streets
Rohit Dhamija and Udayan
Chakravarty
JWT: New Delhi, India
Advertising Space Geotagging World of Brands
Sean van der Westhuizen Kassandra Zuanich Rushita R. Bhatadye
OwenKessel: Johannesburg, South Africa Miami Ad School, SF: Lima, Peru Lowe Lintas: Mumbai, India
Brand Carnival Global Feed Global Vision
Anish Philip Abraham, Amrita Christine Göös, Lauri Leiwo, Erol Nainaa Rajpaal, Ruchika Nambiar
Singh Arnab Ray, Abhishek Tekkanat TBWA Helsinki: Helsinki, Karan Rajpal Srishti School of
Deshwal JWT: New Delhi, India Finland Design: Bangalore City, India
untitled Snakes and Ladders of
China
Mitesh Joshi Global Brands
André Bose do Amaral
Makani Creatives Pvt. Ltd.: Mumbai, Harjot Sokhey
Blue Barracuda Dubai: Dubai, UAE
India New Delhi, India
Tag The Ad Circus The World on Sneaker
Alejandro Ortiz Julia Kaiser Kaushik Iyer and Joseph Chan
JWT Colombia: Bogotá, Colombia JWT: Singapore, Singapore
Safari Sundays: New York, USA
Around the World The Core
The Power of the Masses Ulisses Razaboni, João Ferraz,
Jorge Garcia Alejandro Herrer & Carlos Pizarro
La Fábrica & Jotabequ - Grey: Guatemala, Andressa Reigadas
Miami Ad School Madrid: Madrid, Spain DDB Brasil: São Paulo, Brasil
Guatemala
The Thinker With a Smartphone Earth Came Online Universal Nametag
Manuela Bolivar & Alejandra Wallace Cruz Brit Ryan
García Global Marketing Potential™
Unleashing Miami Ad School, Madrid: Spain Miami Ad School: Miami, USA Colle+McVoy: Minneapolis, USA
Nuromol Gemini Analysis • Page 72

73. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
About EffectiveBrands
75 Global Marketing Consultants, 25 Nationalities
5 Offices: New York, London, Amsterdam, Singapore and Tokyo
Global Marketing Expertise Developing and Embedding Practical
We are the only marketing We work with our clients to We were all marketers in a
consultancy focused on understand the receiving-end previous life so all our
unleashing global marketing perspective. programs and tools are
potential. practical and results driven.
We frequently publish thought Our tailored solutions build We help marketers build and
leadership pieces and we are internal capability and create embed global marketing
often referenced in business internal support for change strategy, structure, and
and marketing publications. from the start. capability programs.

74. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Global Brand CEO Challenger Board

75. Global Marketing Leadership Summit 2010
Shanghai, London, Amsterdam, New York, Singapore
Global marketing expertise
Global CMO Board Publications Recognized Expertise

76. Global marketing effectiveness roadmap
Unleashing Global Marketing Potential™
Marketing Excellence • Page 76

77. Global marketing effectiveness programs
Where to Grow What to Stand for How to Deliver Equip for Growth
Global Marketing Purposeful Built an efficient and Created the proprietary
Strategies and Positioning to empowered Hershey’s Way of
Priority Countries to transform the organization for global Marketing, rolled-out in
support the category and drive leverage and local trainings around the world
turnaround employee relevance
engagement
Growth strategies Purposeful Defined and Developed the
for global brands Positioning with local embedded a new way marketing framework
Scholl and Durex, lenses to uniquely of working throughout and marketing
deployed to the local capture differences in the Bacardi marketing academy curriculum,
organizations to category meaning community to deliver trained
define their marketing transformative change 35 priority countries
tasks in key modules
Unleashing Global Marketing Potential™
Marketing Excellence • Page 77

78. Thank you
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T +81 3 6855 7845 info@effectivebrands.com
Unleashing Global Marketing Potential™
Nuromol Gemini Analysis • Page 78
Unleashing Global Marketing Potential™